While retailers continue counting their receipts from what appears to have been a robust Black Friday weekend, the best may be yet to come, at least online.
According Adobe Digital Index’s “Holiday Spending Report”, some $3 billion in Cyber Monday orders are expected to be placed today, up 12 percent over last year.
That tops Black Friday’s estimated online haul of $2.7 billion, which was up 15 percent from 2014.
By comparison, e-commerce sales on Thanksgiving rose 18 percent, but placed third at $1.7 billion.
Adobe develops its predictive pricing curves from data amassed from its Marketing Cloud, which powers 80 percent of the top 100 U.S. e-tailers, drives 75 cents of every dollar spent, and provides access to 1 trillion visits and the shopping cart trends of over 55 million products, the company said.
Based on the wellspring of shopping information, Adobe Digital Index believes that Cyber Monday is still on track to be the largest online sales day of the year, principal analyst Tamara Gaffney said, driven in part as more Americans shop by smartphone.
“U.S. consumers have turned into digital shopping ninjas this holiday season as retailers continue to adjust to a huge influx of smartphone shoppers,” she observed. Indeed, smartphones generated a record 22 percent of Black Friday sales, up 70 percent from 2014, Adobe said.
Mobile overall will likely play an even larger role on Cyber Monday, when nearly 30 million consumers, or 24.4 percent of shoppers, are expected use their smartphones and tablets to buy things today, a survey by the National Retail Federation (NRF) suggests.
“Retailers are prepared for a mobile-driven day of shopping and have optimized the mobile shopping experience to make Cyber Monday shopping easier and more dynamic for their customers,” NRF senior VP and Shop.org executive director Vicki Cantrell said.
Indeed, a 2014 Shop.org’s eHoliday survey of retailers showed that 69.1 percent invested in optimizing their mobile websites prior to the holiday season. This year, digital investments are yielding an increase in app-only promotions and “better-than-ever programs for buy online and pick-up in store for those omni-channel shoppers,” Cantrell said.
All told, some 121 million shoppers, or nearly 50 percent of all consumers, plan to shop on Cyber Monday, down from the 127 million who planned to do so last year, the NRF survey showed.
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